AMSTERDAM--(BUSINESS WIRE)--Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced it
will debut its W Hotels brand in the Netherlands with the new W
Amsterdam, scheduled to open in Autumn 2015. Owned by STAG Europe
(Grafenau) BV, the hotel will be located on the prestigious Dam Square
in the heart of Amsterdam, behind the Royal Palace and just steps from
the city’s iconic canal district with its vibrant restaurants, bars and
nightlife scene.

“We are proud to bring the W brand to Amsterdam as we continue to grow
this contemporary, design-led lifestyle brand in primary markets
throughout Europe and around the world,” said Michael Wale, President,
Starwood Hotels & Resorts, Europe, Africa and Middle East. “The vibrancy
and energy of Amsterdam combined with its strong cultural offering makes
the perfect backdrop for the W brand, which will bring a new style of
modern luxury to the Dutch hotel scene.”

Redefining luxury with its innovative design, signature amenities and
unique style, W Amsterdam will provide an integrated contemporary
lifestyle experience with 169 stylish guestrooms, including 10 suites
and one Extreme Wow Suite (the W brand’s interpretation of the
Presidential Suite). Upon entering the hotel, guests will be elevated
directly to the rooftop, where they can check-in and enjoy a cocktail in
the W Living Room (W’s take on the staid hotel lobby where guests can
mix and mingle). Guests and locals alike will delight in W Amsterdam’s
rooftop restaurant and destination bar, which will provide unrivalled
views over Dam Square and the city lights.

An ideal venue, W Amsterdam will also offer 480 square metres of
ultra-modern meeting and event space, including two Great Rooms and two
smaller meeting rooms. In addition, W Amsterdam will boast FIT® state-of-the-art
fitness centre and WIRED 24-hour business centre.

Guests will be treated to the W brand’s iconic Whatever/Whenever®
service philosophy that provides guests with whatever they want,whenever
they want it, as long as it’s legal. W Amsterdam will also boast a full
calendar of exclusive W Happenings that showcase what’s new and next in
design, fashion and music to guests and local trendsetters alike.

“We are delighted, proud and excited to be working with Starwood Hotels
& Resorts on this prestigious project in Amsterdam,” added Liran Wizman,
Owner and CEO of STAG Europe (Grafenau) BV. "With its exceptional
reputation as an innovative lifestyle brand, W Hotels will further
cement Amsterdam’s position as a world-class destination for
international travellers and global jet-setters alike.”

W Amsterdam will occupy a former Telephone Exchange building, a historic
property in Dam Square constructed in the Amsterdam School style of
architecture. The building will be re-imagined by award-winning
practices OFFICE WINHOV of Amsterdam and Canada’s BK Architecture,
including full restoration of historical elements combined with a new,
contemporary design.

“Following the renovation and refurbishment of this landmark building, W
Amsterdam will be a vibrant and energetic destination where guests and
locals get together to mix, mingle and engage,” said Bram van der Hoek,
Regional Managing Director of Europe Hotels Private Collection,
owner-representative for STAG Europe (Grafenau) BV. “We have no doubt
that the hotel will become the number one choice for design conscious
travellers in the city of Amsterdam.”

Following the successful debuts of W Hotels in Istanbul, Barcelona, St.
Petersburg, London, Paris, and most recently Verbier, W Amsterdam will
become the seventh W Hotel in Europe joining a portfolio of 45 W Hotels
around the world and more than 20 in development.

“The W brand continues to be a key driver of growth for Starwood around
the globe. This signing underscores our continued commitment to grow the
W brand in primary markets and represents an important milestone in our
overall development strategy,” said Bart Carnahan, Senior Vice President
Acquisition & Development, Starwood Hotels & Resorts, Europe, Africa &
Middle East.

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About W Hotels WorldwideW Hotels is a contemporary,
design-led lifestyle brand and the industry innovator with 45 hotels and
retreats, including 16 W-branded residences, in the most vibrant cities
and exotic destinations around the world. Inspiring, iconic, innovative
and influential, W Hotels provides the ultimate in insider access,
offering a unique mix of cutting-edge design and passions around
fashion, music and entertainment. W Hotels offers a holistic lifestyle
experience that is integrated into the brand’s sensibility through
contemporary restaurant concepts, glamorous entertainment experiences,
stylish retail concepts, signature spas and inspiring residences. With
more than 14 years of proven success, W Hotels is on track to reach 60
hotels by 2017. W Hotels have been announced for Milan, Shanghai,
Beijing, Bogota, Abu Dhabi, Mumbai, Dubai, Jakarta, Panama, Muscat,
Suzhou, Changsha, New Delhi, Kuala Lumpur, and Sante Fe, Mexico, while
upcoming W Retreats include Goa and Mexico’s Riviera Maya. For more
information, visit www.whotels.com
orwww.facebook.com/whotels.
To live the W Hotels lifestyle 24/7/365, visit www.wresidences.com.
Follow @WHotels on Twitter and Instagram.